The complex will include a 5-star hotel lobby, restaurant and bar as well as a rooftop Grecian inspired pool and lounge area.
The marketing initiative is the first time an Australian fashion designer has attached their name to a residential development. About three years ago, Melbourne developer R.Corporation appointed bikini model Jodhi Meares as an artistic collaborator for a South Yarra development.
Luxury designer Versace is associated with the Palazzo Versace on the Gold Coast and in Dubai. Giorgio Armani and Bvlgari also attach their names to hotels and resorts.
“My role as a couturier is to customise a garment to compliment the features and personality of its wearer,” Mr Perry told the AFR. “I have applied the same principles to Alex Perry Residential – incorporating my knowledge of proportion, scale, colour and texture to spaces.”
Coldell Banker Property director David Beard came up with the idea to create Alex Perry Residential about four years ago. Mr Beared is marketing flats in the proposed new project.